Starbucks unveils production studio to bolster storytelling offerings

Starbucks has unveiled its in-house production hub Starbucks Studios, a new initiative that will produce original entertainment and tell stories that deepen connections and spark conversations. 

This comes as part of Starbucks’ ongoing appreciation and support of the arts, and this also aligns with the company’s belief in the power of creativity and storytelling to foster human connection and joy.  

As part of the initiative, Starbucks is teaming up with Sugar23, a multimedia production and talent management organisation with a goal to move culture through entertainment.  

Together, Starbucks Studios and Sugar23 will amplify stories with the power to bring people together and spark moments of delight. 

“Starbucks Studios advances our mission to nurture the limitless possibilities of human connection,” said Christy Cain, vice president, brand and partnerships marketing.  

“We’re honoured to have the opportunity to shine a light on the stories and people who inspire us, from young, emerging artists to innovators, changemakers and others who are making a positive impact on the world,” Cain added. 

"Storytelling is deeply ingrained in what Starbucks does, and Starbucks Studios is a natural extension of these efforts. Together, we will harness the power of storytelling to foster connections, inspire change, and build a stronger sense of community,” said Michael Sugar, founder and CEO of Sugar23.  

“We’re excited to work alongside the incredible Starbucks team and invite all our collaborators in Hollywood and beyond to join us in creating premium entertainment." 

Starbucks has a history of supporting original works that reflect its values. Past projects include two seasons of Upstanders – with the first debuting in 2016, followed by season two in 2017 – a series that highlights real people making a difference in their communities.

In 2019, Hingakawa was released, telling the story of two women who found common ground through their shared livelihood of coffee and made the choice to rise above and choose forgiveness. Starbucks was also a producer of 2019’s This is Football, a six-part documentary that explores the emotions, stories, passions and triumphs at the heart of the world’s most loved sport.

MARKETING-INTERACTIVE has reached out to Starbucks for more information. 

Don't miss: Starbucks drops global CMO title: How the role is evolving in 2024 and beyond

Starbucks isn't the first brand which introduces its in-house production studio. Back in 2019, DBS unveiled its in-house content studio "Sparks Studio" with facilities and production capabilities enabling it to up the ante on content marketing.

Similarly, over the last two years, LEGO Group’s in-house creative and strategic agency, Our LEGO Agency (OLA), in partnership with Interbrand, worked to bring consistency and connectivity to all LEGO Group’s brand experiences across its entire ecosystem. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

Related articles:

Starbucks China releases mobile ordering and payment app tech
Starbucks and Microsoft partner to give venue tech a boost